Ever had a dream where you’re suddenly naked in public? Well, PUMA and Noah have created a world where your subconscious can rest easy.
The duo is unveiling the first release in their multi-seasonal partnership, and if it’s any indication of what’s to come, then get ready for some unexpected drops that play on each brand’s specialty — supplying sporty-preppy bliss.
The surreal visual campaign might as well be the start of a Black Mirror episode. Directed by Brian Billow and photographed by Francesco Nazardo, it takes us to nudist heaven, an inverted reality where being clothed is totally taboo. They follow a would-be streaker who disrupts a high-stakes tennis match by sprinting across the court fully dressed in the collection, prompting a thrilling chase by security (don’t worry, you won’t see any unwanted bits flying about). As Noah co-founder Brendon Babenzien explains, the campaign is a reminder not to take ourselves too seriously, “we would like people to smile and remember that clothing and footwear choices should be fun.”
The star of the show is the aptly named PUMA Star, which will be available for the very first time (in limited numbers!). Whilst technically a re-issue of the PUMA Wimbledon, a professional tennis shoe from the late '70s, this pair isn’t exactly a practical court shoe. Inspired by classic on-court fashion, you’ll win way more style points than match points with these.
The team reimagined pieces from PUMA’s deep sporting archive to bring them into the now, making the most of Noah’s expertise in blending technicality and style. The collection is an East Coast sports-prep starter pack with essentials like the cotton twill painter cap, velour vests, and crew sweaters with rugby-style collars- pink and navy stripes give a happy nod to the rugby custom of showing off team colors. For an extra nostalgic treat, PUMA’s furry mascot makes a comeback throughout the collection in the form of fun retro graphics. Blue takes center stage, standing out in various shades on shorts, sports caps and sweaters for a smooth, streamlined look.
To celebrate the launch of the collaboration, Noah hosted a ping pong extravaganza in New York for friends and family of the two brands, pitting teams against each other in a lively tournament, with purple mood-lighting and displays of the collection to set the vibe. The winning team received a trophy and a that good old sense of achievement, but best of all, they got the chance to donate prize money to a charity of their choosing.
Get in on the fun - the release will be available at Noah and select retailers.
Shop PUMA x Noah collection here:
